Success Stories

Morrison Textile Machinery

“No Risk. Period.”

Unlike the textile processing equipment they make, Morrison's brand was in need of an overhaul. Seen as "old guard" and somewhat out of date, the company had experienced a recent decline in domestic sales. Our challenge? Turn a damaging perception into an overwhelming advantage. A thorough market planning research program revealed that while textile processors regarded Morrison as conservative, they placed a premium on the reliability of Morrison's equipment. Keying off that, we developed the stance line: "No Risk. Period." In addition to giving their marketing materials and brand a face-lift, we convinced the company to carry the new look over to their machines. The strategy struck a chord with the market, generating $150 million in proposals during a single trade show.